The Story behind the Rebrand of ND’s Mendoza College of Business

Elevating an Institution’s Reputation with a Meaningfully Distinct Brand Narrative

Brand management activities involve making decisions over time about:

1.  What brand messages to deliver to stakeholders

2.  What brand experiences to deliver as stakeholders engage with their firm or institution

3.  How to improve the performance of the firm or institution

This talk will discuss a new brand management framework that illuminates an institution’s meaningfully distinct value proposition and activation paths to help elevate the University of Notre Dame Mendoza College of Business (MCOB) reputation and graduate program class profile. Qualitative and quantitative research activities were deployed across multiple stakeholder groups to identify the salient brand promises that would most resonate with several stakeholder groups, including prospective students, existing students, alumni, faculty, staff, and advisory board members. Upon identification of the core brand promises for MCOB, the new brand narrative was powerfully activated and the implications on school popularity and enrollment have been significant. Since the activation of the new brand narrative, MCOB graduate programs have experienced increases in the following: the number of applications, enrollment selectivity, total enrolled students, including increases in female students, and underrepresented minority students.

Key Takeaways:

–  Learn how you can develop brand messages that will be pertinent to your organization’s key stakeholders

–  Delivering relevant brand experiences for your key stakeholders

–  Brand management strategies that will improve the performance of your business or organization

About the Speaker

Tim Bohling currently serves as Marketing Professor and Chief Marketing and Graduate Enrollment Officer at the University of Notre Dame Mendoza College of Business. Prior to joining the University of Notre Dame, Tim served as Marketing Professor of Practice and Chief Marketing and Communications Officer at Robinson College of Business, Georgia State University. Professor Bohling is an accomplished global business leader, teacher and scholar, having held several Vice President and C-Suite positions leading marketing transformation and entrepreneurial business building at IBM, HCL Technologies, Stratasys, and Georgia State University while concurrently publishing several research papers in top scholarly journals. He is the founder of a marketing consulting company dedicated to elevating the growth and greatness of his clients.

Connect with Tim.

Meeting Location: Howard Park Event Center, 219 S. St. Louis Blvd., South Bend, IN 46617

Meeting Time: 12:00 p.m. – 1:30 p.m. EST

TICKET PRICES 

AMA Members – $20

Non-AMA Members – $30

Students – $15

Lunch will include wraps and sandwiches, café salad, assorted bottled sodas, and ice water. For any food allergies or special meal requests, please email [email protected]. 

Thank you to our sponsors!